brand morocco case study competition - morocco...

Brand Morocco Case Study CompetitionBrand Morocco Case Study Competition

Fall 2006 Final ReportFall 2006 Final Report

Semester End Recap Semester End Recap

Executive SummaryExecutive Summary……………………………………......………………

Quick FactsQuick Facts…………………………....……………………………………..……....

Student TaskStudent Task……………………..……....……………………..……....……........

Promotional OverviewPromotional Overview………………....……………………....……....

Program ResourcesProgram Resources…………..…………..………………..……........……

ProcessProcess……..…………..…………..………………………………..……………………

Cascade College HighlightsCascade College Highlights……..…………………………..……

Johnson & Wales University HighlightsJohnson & Wales University Highlights……....……

Indiana University, South Bend Highlights....Indiana University, South Bend Highlights....

Bellevue University HighlightsBellevue University Highlights……..……....…………....……

Virginia Tech HighlightsVirginia Tech Highlights………………..……..…………....……......

San Diego PresentationsSan Diego Presentations…………………………………………....

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Media Hits - United StatesMedia Hits - United States……………………..………………

Morocco TripMorocco Trip……………………………………………………………………..

Media Hits - MoroccoMedia Hits - Morocco………………………………………………....

RecommendationsRecommendations………………………………..……..………………

Program FeedbackProgram Feedback……………………………………..…………..……

AppendixAppendix………………………………………………………………..……..……..

Case Study OverviewCase Study Overview……....……..……..

Case StudyCase Study……………………………………....……..

Round 1 ScorecardRound 1 Scorecard……………………..……

San Diego ScorecardSan Diego Scorecard……....………………

Presentation AgendaPresentation Agenda……………………....

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Executive Summary Executive SummaryThe Moroccan American Trade and Investment Council (MATIC) implemented the Brand Morocco National Case StudyThe Moroccan American Trade and Investment Council (MATIC) implemented the Brand Morocco National Case StudyCompetition during the fall 2006 semester in Competition during the fall 2006 semester in 5050 classrooms (42 undergraduate and 8 MBA) across the United States, classrooms (42 undergraduate and 8 MBA) across the United States,Canada and Morocco. Canada and Morocco. Each class was broken up into 3 to 5 person teams. Each team was asked to develop an IntegratedEach class was broken up into 3 to 5 person teams. Each team was asked to develop an IntegratedMarketing Communications (IMC) plan to encourage U.S. commercial decision makers and consumers (where applicable) toMarketing Communications (IMC) plan to encourage U.S. commercial decision makers and consumers (where applicable) topurchase Moroccan products and invest in Morocco. Teams selected one of the below industries.purchase Moroccan products and invest in Morocco. Teams selected one of the below industries.

Over Over 900900 students participated. In total, students participated. In total, 6363 different classes registered (51 undergraduate and 12 MBA) and 50 classes submitted different classes registered (51 undergraduate and 12 MBA) and 50 classes submittedentries. Complete registered school roster below. See page 12 to view schoolsentries. Complete registered school roster below. See page 12 to view schools that registered, but did not submit.that registered, but did not submit.

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INFORMATION TECHNOLOGY:INFORMATION TECHNOLOGY: Johnson & Wales UniversityJohnson & Wales UniversityMcMaster UniversityMcMaster UniversityNew York UniversityNew York UniversityNorthwest Nazarene University (MBA)Northwest Nazarene University (MBA)Rensselaer Polytechnic InstituteRensselaer Polytechnic Institute

TEXTILES/APPAREL:TEXTILES/APPAREL: Ball State UniversityBall State UniversityDouglas CollegeDouglas College George Washington UniversityGeorge Washington UniversityHawaii Pacific UniversityHawaii Pacific UniversityLoyola Marymount UniversityLoyola Marymount UniversityMesa State CollegeMesa State CollegeNorthwood UniversityNorthwood UniversityOakland University (MBA)Oakland University (MBA)San Jose State UniversitySan Jose State UniversitySavannah State UniversitySavannah State UniversityValparaiso University (2)Valparaiso University (2)Virginia TechVirginia Tech Virginia Tech (MBA)Virginia Tech (MBA)

DESIGN MATERIALS:DESIGN MATERIALS:Bellevue UniversityBellevue UniversityBrigham Young University inBrigham Young University inHawaiiHawaiiBryant UniversityBryant UniversityCape Breton UniversityCape Breton UniversityConcordia University in MontrealConcordia University in MontrealDrake UniversityDrake UniversityDrexel UniversityDrexel UniversityGeorgia Institute of TechnologyGeorgia Institute of Technology(MBA)(MBA)Loyola Marymount UniversityLoyola Marymount University(MBA)(MBA)Palm Beach Atlantic UniversityPalm Beach Atlantic UniversitySan Diego State University (notSan Diego State University (notpart of competition)part of competition)University of FloridaUniversity of FloridaUniversity of Northern ColoradoUniversity of Northern ColoradoUniversity of OttawaUniversity of OttawaUniversity of Texas in San AntonioUniversity of Texas in San AntonioUniversity of Western OntarioUniversity of Western Ontario

MANUFACTURING:MANUFACTURING: Cascade CollegeCascade CollegeFlorida Institute of Technology (MBA)Florida Institute of Technology (MBA)Portland State UniversityPortland State UniversityStephen F. Austin State UniversityStephen F. Austin State UniversityUniversity of North TexasUniversity of North Texas

PROCESSED FOODS:PROCESSED FOODS: Al Akhawayn University in IfraneAl Akhawayn University in IfraneConcordia University in PortlandConcordia University in PortlandFlorida Southern CollegeFlorida Southern CollegeHawaii Pacific University (MBA)Hawaii Pacific University (MBA)Indiana University in South BendIndiana University in South BendIndiana University in South Bend (MBA)Indiana University in South Bend (MBA)Morningside CollegeMorningside CollegeRyerson UniversityRyerson UniversityUniversity of Northern ColoradoUniversity of Northern ColoradoUniversity of OttawaUniversity of Ottawa

Executive Summary Executive SummaryEach student team submitted their case study assignment to their professor for evaluation. The professor then identified the topEach student team submitted their case study assignment to their professor for evaluation. The professor then identified the topcase study from all submissions in his/her class. This top team (one per class) was then eligible to submit their Brand Moroccocase study from all submissions in his/her class. This top team (one per class) was then eligible to submit their Brand Moroccocase study for entry in the Brand Morocco National Case Study Competition. Judges evaluated all student team submissionscase study for entry in the Brand Morocco National Case Study Competition. Judges evaluated all student team submissionsand selected the top team in each of the five industries. These five (5) teams were invited to present their case to MATIC seniorand selected the top team in each of the five industries. These five (5) teams were invited to present their case to MATIC seniormanagement, industry experts and the Centre for IMC at San Diego State University and compete for cash prizes. First placemanagement, industry experts and the Centre for IMC at San Diego State University and compete for cash prizes. First placewas awarded $3,000 and a trip to Morocco, second place $2,000 and third place $1,000.was awarded $3,000 and a trip to Morocco, second place $2,000 and third place $1,000.

The top teams invited to San Diego State University were:The top teams invited to San Diego State University were:

Manufacturing:Manufacturing: Information Technology:Information Technology: Design Materials:Design Materials:Cascade CollegeCascade College Johnson & Wales UniversityJohnson & Wales University Bellevue UniversityBellevue University

Processed Foods:Processed Foods: Textiles/Apparel:Textiles/Apparel:Indiana University, South BendIndiana University, South Bend Virginia TechVirginia Tech

The first place team was Bellevue University and five (5) students and one (1) professor won the trip to Morocco.The first place team was Bellevue University and five (5) students and one (1) professor won the trip to Morocco.

Brand Morocco Case Study Timeline:Brand Morocco Case Study Timeline:

December 15, 2006December 15, 2006San Diego Presentations - WinnersSan Diego Presentations - WinnersAnnouncedAnnounced

May May 2020-26, 2007-26, 2007Trip to Morocco for top teamTrip to Morocco for top team

December 1, 2006December 1, 2006Top Team AnnouncedTop Team Announced

November 15, 2006November 15, 2006Submissions Due to EdVenture PartnersSubmissions Due to EdVenture Partners

September 15, 2006September 15, 2006Deadline for RegistrationDeadline for Registration

April 15, 2006April 15, 2006Marketing Process BeganMarketing Process Began

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Quick Facts Quick FactsResultsResults

3,4533,453 postcards mailed to faculty, deans, chairs postcards mailed to faculty, deans, chairs

4,000+4,000+ emails sent to faculty, deans, chairs emails sent to faculty, deans, chairs

6363 classes registered (51 undergraduate and 12 MBA) classes registered (51 undergraduate and 12 MBA)

5454 different schools registered different schools registered

5050 classes submitted entries (42 undergraduate and 8 MBA) classes submitted entries (42 undergraduate and 8 MBA)Manufacturing: Manufacturing: 55Information Technology: Information Technology: 55Processed Foods: Processed Foods: 1010Design Materials: Design Materials: 1616Textiles/Apparel: Textiles/Apparel: 1414

8181 additional class submissions additional class submissions

131131 total individual submissions (competing and non-competing) total individual submissions (competing and non-competing)

Over Over 900900 students participated students participated

Top Teams:Top Teams:1st - Bellevue University (Design Materials)1st - Bellevue University (Design Materials)2nd - Johnson & Wales (IT)2nd - Johnson & Wales (IT)3rd - Virginia Tech (Textiles/Apparel)3rd - Virginia Tech (Textiles/Apparel)Honorable Mention: Cascade College (Manufacturing)Honorable Mention: Cascade College (Manufacturing)Honorable Mention: Indiana University, South Bend (Processed Foods)Honorable Mention: Indiana University, South Bend (Processed Foods)

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Student Task Student TaskThe Case Study assigned task was as follows:The Case Study assigned task was as follows:

Student TaskStudent TaskThis task requires analysis of This task requires analysis of existingexisting primary and secondary research as well as the development of an IMC plan. primary and secondary research as well as the development of an IMC plan.

I)I) For your chosen industry segment, review the research provided in this case and on the Brand Morocco Web site to provideFor your chosen industry segment, review the research provided in this case and on the Brand Morocco Web site to providecontext to the integrated marketing communications (IMC) plan you will create.context to the integrated marketing communications (IMC) plan you will create. Consider that with any of the five industrialConsider that with any of the five industrialsectors chosen, the final consumersectors chosen, the final consumer’’s needs and preferences should be considered in strategically defining the IMC. This tasks needs and preferences should be considered in strategically defining the IMC. This taskfor Brand Morocco is in the for Brand Morocco is in the ““pushpush”” portion of the marketing channel and deals with the B-to-B end of distribution. However, portion of the marketing channel and deals with the B-to-B end of distribution. However,especially if textiles, agriculture and food processing, or design materials are chosen, the consumer communications toespecially if textiles, agriculture and food processing, or design materials are chosen, the consumer communications toeventually be implemented should be outlined eventually be implemented should be outlined briefly.briefly.

•• MoroccoMorocco’’s culture, economics and historys culture, economics and history-- How do MoroccoHow do Morocco’’s geographic location, political environment, and business environment affect potential new businesss geographic location, political environment, and business environment affect potential new business

ventures?ventures?-- What economic incentives does Morocco offer that would appeal to the target audience?What economic incentives does Morocco offer that would appeal to the target audience?-- Are thereAre there aspects of Moroccan culture aspects of Moroccan culture that would be considered beneficial by that would be considered beneficial by would be beneficial to would be beneficial to the targetthe target

audience?audience?How do MoroccoHow do Morocco’’s geographic location, political environment, and business environment affect potential news geographic location, political environment, and business environment affect potential newbusiness ventures?business ventures?

•• Target audienceTarget audience-- What are the defining characteristics of the target audience?What are the defining characteristics of the target audience?-- What are the target audienceWhat are the target audience’’s perceptions of Morocco?s perceptions of Morocco?-- What specific beliefs and attitudes must be overcome and changed in order to move beyond existing barriers toWhat specific beliefs and attitudes must be overcome and changed in order to move beyond existing barriers to

consideration?consideration? Pay special attention to overcoming Pay special attention to overcoming the the outdated outdated ““desert oasisdesert oasis”” imageimagess of Morocco of Morocco

-- What are they seeking from a business partnership with Morocco?What are they seeking from a business partnership with Morocco?-- How can MoroccoHow can Morocco’’s assets be leveraged to show they provide the benefits the target segment seeks?s assets be leveraged to show they provide the benefits the target segment seeks?-- For design products, textiles, and agriculture and food processing, what are the final consumer needs that will have toFor design products, textiles, and agriculture and food processing, what are the final consumer needs that will have to

be interfaced with the B-to-B Integrated Marketing Communications?be interfaced with the B-to-B Integrated Marketing Communications?•• CompetitionCompetition

-- In your specific industry segment, what countries are in the competitive set for MoroccoIn your specific industry segment, what countries are in the competitive set for Morocco, particularly in the, particularly in theMediterranean and EU regionsMediterranean and EU regions??

-- What are the strengths of the competition? Why are businesses attracted to these locations?What are the strengths of the competition? Why are businesses attracted to these locations?-- How can MoroccoHow can Morocco’’s competitive advantages be leveraged against the competitions competitive advantages be leveraged against the competition’’s strengths?s strengths?

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Student Task Student Task•• Success storiesSuccess stories

-- What examples exist of companies launching successful ventures in your chosen industry?What examples exist of companies launching successful ventures in your chosen industry?-- How might these examples be used to illustrate the benefits Morocco offers?How might these examples be used to illustrate the benefits Morocco offers?

II)II) Design an integrated marketing communications (IMC) plan targeted at commercial decision makers in the industry you haveDesign an integrated marketing communications (IMC) plan targeted at commercial decision makers in the industry you havechosen. The goal of the plan is to reach your chosen target audience segment, increase their awareness of Morocco and promptchosen. The goal of the plan is to reach your chosen target audience segment, increase their awareness of Morocco and promptthem to cthem to consider Morocco as a place to initiate a business ventureonsider Morocco as a place to initiate a business venture/investment/investment..

Your plan should include:Your plan should include:•• Background/situation summaryBackground/situation summary•• Competitive overviewCompetitive overview•• Target market profileTarget market profile

-- Include defining characteristics in addition to attitudes and beliefs about MoroccoInclude defining characteristics in addition to attitudes and beliefs about Morocco•• Overall marketing objectiveOverall marketing objective

-- Include an explanation of the brand equity and image you are building for MoroccoInclude an explanation of the brand equity and image you are building for Morocco-- Develop key marketing messaging about MoroccoDevelop key marketing messaging about Morocco-- For textiles, design products, and agriculture and processed foods, outline briefly what the eventual For textiles, design products, and agriculture and processed foods, outline briefly what the eventual ““pullpull”” message message

might be that is eventually directed to the consumer, and identify how it will interface with your message and the IMCmight be that is eventually directed to the consumer, and identify how it will interface with your message and the IMCdeveloped by you for the industry sector decision-makers.developed by you for the industry sector decision-makers.

•• Marketing tactics, which may include but are not limited to:Marketing tactics, which may include but are not limited to:-- Advertising; traditional and guerilla tacticsAdvertising; traditional and guerilla tactics-- Public RelationsPublic Relations-- Sales collateral and/or face-to-face presentation materialsSales collateral and/or face-to-face presentation materials-- Personal selling activitiesPersonal selling activities-- Events/promotion/sponsorshipsEvents/promotion/sponsorships’’-- Trade publications/events/mediaTrade publications/events/media

•• Specific media plan recommendationsSpecific media plan recommendations-- Identify the scheduling and sequencing of various media choicesIdentify the scheduling and sequencing of various media choices

•• Overall budgetOverall budget-- TThe costs of executing your IMC plan should not exceed a budget of $1 M he costs of executing your IMC plan should not exceed a budget of $1 M USD USD annually. This includes allannually. This includes all

production, creative and media expenses. Note: if a minimal incremental increase in the budget will bringproduction, creative and media expenses. Note: if a minimal incremental increase in the budget will bringexponential benefits, this recommendation may be included with accompanying justification.exponential benefits, this recommendation may be included with accompanying justification.

-- Media that targets television or publications aimed at the general public must be justified in terms of costMedia that targets television or publications aimed at the general public must be justified in terms of costeffectiveness and ROI.effectiveness and ROI.

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Student Task Student Task•• Creative execution of all advertising campaigns and writing samples for PR piecesCreative execution of all advertising campaigns and writing samples for PR pieces

-- Develop a visual identity and brand identity for MoroccoDevelop a visual identity and brand identity for Morocco-- Creatively execute your key marketing messageCreatively execute your key marketing message-- Be sure to utilize existing examples of successful Be sure to utilize existing examples of successful American American international business ventures currently in Morocco tointernational business ventures currently in Morocco to

support your key messagingsupport your key messaging

Make sure your review of the existing research findings justify your plan elements. Your knowledge of the target audience, situationMake sure your review of the existing research findings justify your plan elements. Your knowledge of the target audience, situationsummary, and competitive analysis should lead logically into your IMC recommendations. Remember, the key marketing messagesummary, and competitive analysis should lead logically into your IMC recommendations. Remember, the key marketing message of ofyour plan should appeal to all members of your target audience covering a maximum range of sub-sector targets within youryour plan should appeal to all members of your target audience covering a maximum range of sub-sector targets within youridentified industry sector.identified industry sector.

The IMC plan for MATIC needs to take into account key challenges and opportunities:The IMC plan for MATIC needs to take into account key challenges and opportunities:•• Among the target audience of U.S. commercial decision makers, familiarity with Moroccan culture and awareness ofAmong the target audience of U.S. commercial decision makers, familiarity with Moroccan culture and awareness of

MoroccoMorocco’’s benefit as a location for off-shoring is extremely lows benefit as a location for off-shoring is extremely low•• The target audience has an outdated image of Morocco as a remote desert oasis (i.e., the setting for the movieThe target audience has an outdated image of Morocco as a remote desert oasis (i.e., the setting for the movie

““CasablancaCasablanca””) which must be addressed) which must be addressed•• Commercial decision makers are corporate executives and business managers who are often difficult to reach via traditionalCommercial decision makers are corporate executives and business managers who are often difficult to reach via traditional

marketing communication channelsmarketing communication channels•• Morocco possesses key competitive advantages in each of the industry segments identified. A detailed IMC plan will centerMorocco possesses key competitive advantages in each of the industry segments identified. A detailed IMC plan will center

on highlighting and communicating these advantageson highlighting and communicating these advantages•• The IMC plan needs to focus on high-level benefits that have broad appeal across all members of the chosen targetThe IMC plan needs to focus on high-level benefits that have broad appeal across all members of the chosen target

audienceaudience•• To illustrate these benefits, each IMC plan should utilize examples of success stories of companies that have establishedTo illustrate these benefits, each IMC plan should utilize examples of success stories of companies that have established

business ventures in Moroccobusiness ventures in Morocco

Overall educational objectives for the Brand Morocco National Case Study Competition were to:Overall educational objectives for the Brand Morocco National Case Study Competition were to:•• Develop student comprehension and analytical skillsDevelop student comprehension and analytical skills•• Accelerate student involvement, learning, leadership and personal development through team assignment formatAccelerate student involvement, learning, leadership and personal development through team assignment format•• Expose students to professional client interactionsExpose students to professional client interactions•• Integrate technology into the learning environmentIntegrate technology into the learning environment•• Provide campuses and students the opportunity to showcase their talent on a national level in front of a real clientProvide campuses and students the opportunity to showcase their talent on a national level in front of a real client•• Compete for cash prizes in a high profile national competitionCompete for cash prizes in a high profile national competition 88

Promotional Overview Promotional OverviewThe promoting process included direct communication with deans, chairs and faculty. An email list was also purchased from theThe promoting process included direct communication with deans, chairs and faculty. An email list was also purchased from theAcademy of International Business (AIB) that included 1,572 faculty. In total, over 4,000 faculty were contacted via e-mail in fieldsAcademy of International Business (AIB) that included 1,572 faculty. In total, over 4,000 faculty were contacted via e-mail in fieldsrelating to Marketing, International Marketing, Advertising or Communication.relating to Marketing, International Marketing, Advertising or Communication.

In addition, direct mail postcards were created and sent to 3,453 Deans, Chairs and Faculty. Most of these contacts had alreadyIn addition, direct mail postcards were created and sent to 3,453 Deans, Chairs and Faculty. Most of these contacts had alreadyreceived an informational e-mail, and the postcard was to reiterate the competition. EdVenture Partners attended a Marketingreceived an informational e-mail, and the postcard was to reiterate the competition. EdVenture Partners attended a MarketingEducation Education AssociationAssociation ((MEAMEA)) conference in April and spoke with 100 faculty about the case study and handed out postcards. conference in April and spoke with 100 faculty about the case study and handed out postcards.

A Web site was created to deliver an overview of the case study and be the central connection for the registration process. The e-A Web site was created to deliver an overview of the case study and be the central connection for the registration process. The e-mails and postcards directed the reader to the Web site for more information and to register. After registration, the faculty weremails and postcards directed the reader to the Web site for more information and to register. After registration, the faculty weregiven a user name and password. Faculty were then asked to have each student in the class register on the same Web site. Aftergiven a user name and password. Faculty were then asked to have each student in the class register on the same Web site. Afterregistration, both faculty and students were given access to the case study, rules/guidelines, additional resources and the templateregistration, both faculty and students were given access to the case study, rules/guidelines, additional resources and the templatefor the judgesfor the judges’’ scorecard. scorecard.

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Promotional Overview Promotional OverviewThe marketing overview was as follows:The marketing overview was as follows:

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2,200 emails for final reminder to register2,200 emails for final reminder to registerAugust 3, 2006August 3, 2006E-mail blast #3 sentE-mail blast #3 sent

1,572 AIB faculty plus 1,635 additional facult1,572 AIB faculty plus 1,635 additional faculty =y =3,207 total3,207 total

AuAugust 11, 2006gust 11, 2006Postcard #2 printed and mailedPostcard #2 printed and mailed

1,796 postcards mailed1,796 postcards mailedMay 1, 2006May 1, 2006Postcard #1 printed and mailedPostcard #1 printed and mailed

1,572 total faculty emailed (1,1,572 total faculty emailed (1,396396 in US, 176 Canada) in US, 176 Canada)15.7% opened the e-mail15.7% opened the e-mail8.1% opened the link to read the case study8.1% opened the link to read the case study0 forwarded the e-mail0 forwarded the e-mail1 deleted e-mail without reading1 deleted e-mail without reading344 Brand Morocco Web site hits344 Brand Morocco Web site hits

August 4, 2006August 4, 2006Academy of International Business (AIB) emailAcademy of International Business (AIB) emaillist purchased and sentlist purchased and sent

85 emails/postcards85 emails/postcardsJune 26, 2006June 26, 2006Additional graduate professors emailAdditional graduate professors emaileded and andsent postsent postcardscards

2,283 emails (included student task and case outline)2,283 emails (included student task and case outline)May 8, 2006May 8, 2006E-mail blast #2 E-mail blast #2 sentsent

981 emails (981 emails (teaser only)teaser only)AprilApril 26, 2006 26, 2006E-mail teaser E-mail teaser blast blast #1 s#1 sentent

Q&A session for faculty interestQ&A session for faculty interested in participatinged in participatingAugust 18, 2006August 18, 2006Conference call held with Ted Smith andConference call held with Ted Smith andfacultyfaculty

April 26-27, 2006April 26-27, 2006

AprilApril-August-August, 2006, 2006

100 p100 postcards handed outostcards handed outMarketing EducatMarketing Education Association (ion Association (MEA)MEA)ConConferenceference

120 t120 top tier schools contactedop tier schools contactedPersonal phone calls Personal phone calls mademade

Program Resources Program ResourcesBM National Case Study Competition Web SiteBM National Case Study Competition Web SiteA Web site was created and hosted by EVP as the communication hub and a way for faculty and students to access allA Web site was created and hosted by EVP as the communication hub and a way for faculty and students to access allrequired resources, updates and information.required resources, updates and information.

Live AccessLive AccessA Program Manager was assigned to manage the Brand Morocco National Case Study Competition. Faculty wereA Program Manager was assigned to manage the Brand Morocco National Case Study Competition. Faculty werefrequently contacted via e-mail or phone to announce updates, give clarifications or to answer any questions.frequently contacted via e-mail or phone to announce updates, give clarifications or to answer any questions.Faculty and students were also encouraged to contact the Program Manager at any time they felt necessary. HavingFaculty and students were also encouraged to contact the Program Manager at any time they felt necessary. Havingthis one-on-one interaction with faculty and students helped progress the case study and answer any questions.this one-on-one interaction with faculty and students helped progress the case study and answer any questions.

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Process ProcessOnce faculty and students were registered on the Brand Morocco Web site, the following steps took place.Once faculty and students were registered on the Brand Morocco Web site, the following steps took place.

1. Welcome Letter and Case Study1. Welcome Letter and Case Study PostedPostedThis phase included contacting all 63 registered faculty. Each faculty was sent an e-mail to confirm their participation.This phase included contacting all 63 registered faculty. Each faculty was sent an e-mail to confirm their participation.Following the e-mail, a welcome letter signed by Dr. Theodore Smith of MATIC was sent. The following is a list of schoolsFollowing the e-mail, a welcome letter signed by Dr. Theodore Smith of MATIC was sent. The following is a list of schoolsthat registered but did not submit an entry:that registered but did not submit an entry:

MANUFACTURING: MANUFACTURING: INFORMATION TECHNOLOGY:INFORMATION TECHNOLOGY:Florida State UniversityFlorida State University Bentley CollegeBentley CollegeIndiana University (MBA)Indiana University (MBA) City University of New YorkCity University of New YorkUniversity of North Carolina, CharlotteUniversity of North Carolina, Charlotte Massachusetts Institute of TechnologyMassachusetts Institute of Technology (MBA) (MBA)

PROCESSED FOODS: PROCESSED FOODS: DESIGN MATERIALS:DESIGN MATERIALS:University of HoustonUniversity of Houston Florida A&M (MBA)Florida A&M (MBA)Chapman UniversityChapman UniversityWestern New England CollegeWestern New England CollegeVirginia State UniversityVirginia State UniversityUniversity of Illinois, Chicago (MBA)University of Illinois, Chicago (MBA)

TEXTILES/APPAREL:TEXTILES/APPAREL:University of North Carolina, CharlotteUniversity of North Carolina, Charlotte

There were a variety of reasons why a few schools were not able to participate in the competition. The most commonThere were a variety of reasons why a few schools were not able to participate in the competition. The most commonreason for not submitting was lack of time delegated in the course syllabus or the professors were not satisfied with thereason for not submitting was lack of time delegated in the course syllabus or the professors were not satisfied with thequality of submissions received in order to compete. Other reasons included too much competition with other class projectsquality of submissions received in order to compete. Other reasons included too much competition with other class projectsand faculty staff shortages.and faculty staff shortages.

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Process Process2. Case Study Development2. Case Study DevelopmentThis phase was the development of the actual case study submission by the students. The students spent anywhere from 7This phase was the development of the actual case study submission by the students. The students spent anywhere from 7weeks to 10 weeks developing their submission. A portion of the development required the students to conduct secondaryweeks to 10 weeks developing their submission. A portion of the development required the students to conduct secondaryresearch and read through the Brand Morocco Research Program student reports.research and read through the Brand Morocco Research Program student reports.

This phase also included contacting the Program ManagerThis phase also included contacting the Program Manager in regards to the case study and submission expectations.in regards to the case study and submission expectations.

3. Submissions Due3. Submissions DueOn November 15, 2006 all submission were due to EdVenture Partners. Acceptable submissions were Word documents with aOn November 15, 2006 all submission were due to EdVenture Partners. Acceptable submissions were Word documents with amaximum of 30 pages in the body and 30 pages in the appendix.maximum of 30 pages in the body and 30 pages in the appendix.

4. Judging4. JudgingJudging was a two-phase process with the second round conducted in San Diego (see phase 6). The first round of judgingJudging was a two-phase process with the second round conducted in San Diego (see phase 6). The first round of judgingincluded all case studies to be scored with a 100-point scale by reputable professors not affiliated with any participating schools.included all case studies to be scored with a 100-point scale by reputable professors not affiliated with any participating schools.Each judge was given one industry and all submissions for that industry to determine the top submission.Each judge was given one industry and all submissions for that industry to determine the top submission.

Academic judges selected for round one were:Academic judges selected for round one were:

Dr. Lois Olson (San Diego State University) - ManufacturingDr. Lois Olson (San Diego State University) - ManufacturingProfessor John Benavidez (New Mexico State University) - Information TechnologyProfessor John Benavidez (New Mexico State University) - Information TechnologyDr. Norm Borin (California State Polytechnic, San Luis Obispo) - Processed FoodsDr. Norm Borin (California State Polytechnic, San Luis Obispo) - Processed FoodsDr. Andrew Czaplewski (University of Colorado, Colorado Springs) - Design MaterialDr. Andrew Czaplewski (University of Colorado, Colorado Springs) - Design MaterialProfessor Don Purdy (State University of New York) - Textiles/ApparelProfessor Don Purdy (State University of New York) - Textiles/Apparel

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Process ProcessThe following charts break down the first round judging scores. Those with highlighted bold red text were invited to the finalThe following charts break down the first round judging scores. Those with highlighted bold red text were invited to the finalround in San Diego on December 15, 2006.round in San Diego on December 15, 2006.

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MOROCCO CASE STUDY SUBMISSIONS Scores

Cascade College 82.5

Portland State University 72.5

Florida Institute of Technology 70

Stephen F. Austin State University 60.5

University of North Texas 37

Johnson & Wales University 89

McMaster University 74

New York University 71

Rensselaer Polytechnic Institute 63

Northwest Nazarene University 56

Indiana University, South Bend-Undergraduate 95.5

University of Northern Colorado-Undergraduate #2 92.5

Ryerson University 89

Morningside College 82

Al Akhawayn University in Ifrane (sent electronically) 78

Florida Southern College 70

Hawaii Pacific University-MBA 66

Indiana University, South Bend-MBA 64

University of Ottawa-Section A 63.5

Concordia University (Portland, OR) 55

Manufacturing

Information Technology

Processed Foods

Bellevue University 98.5

Palm Beach Atlantic University 90.5

Georgia Tech 92

Concordia University (Montreal, QC) 89

The University of Western Ontario 88

Drake University 87.5

University of Northern Colorado-Undergraduate #1 87

University of Texas, San Antonio 86.5

Loyola Marymount University-MBA 86.5

University of Ottawa-Section B 86.5

Cape Breton University 85

Drexel University 84.5

Brigham Young University, Hawaii 82

University of Florida 80

Bryant University 80

San Diego State University n/a

Virginia Tech-Undergraduate 90

Mesa State College 89

Hawaii Pacific University-Undergraduate 81

The George Washington University 78

Loyola Marymount University-Undergraduate 70

Virginia Tech-Graduate* 63

Valparaiso University-Section B 62

Oakland University 59

San Jose State University 59

Ball State University 57

Douglas College 52

Northwood University 44

Savannah State University 40

Valparaiso University-Section A 42

Textiles/Apparel

Design Materials

Process Process5. Winners Announced5. Winners AnnouncedOn December 1, 2006, the top team from each industry was announced. Each professor was called directly to congratulateOn December 1, 2006, the top team from each industry was announced. Each professor was called directly to congratulatethe team. An announcement was made on the EdVenture Partners and Brand Morocco Case Study Web sites, and athe team. An announcement was made on the EdVenture Partners and Brand Morocco Case Study Web sites, and acompetition wide e-mail was sent to all participating teams.competition wide e-mail was sent to all participating teams.

6. Presentations at the Centre for IMC (San Diego State University)6. Presentations at the Centre for IMC (San Diego State University)The top team in each of the five (5) industries was given the opportunity to present to MATIC executives, industry experts andThe top team in each of the five (5) industries was given the opportunity to present to MATIC executives, industry experts andthe Centre for IMC on December 15, 2006. Each team was given 25 minutes to present their case study and 10 minutes for athe Centre for IMC on December 15, 2006. Each team was given 25 minutes to present their case study and 10 minutes for aquestion and answer session. Immediately following all the presentations, the judges met and determined the winning team.question and answer session. Immediately following all the presentations, the judges met and determined the winning team.Bellevue University was the overall winner.Bellevue University was the overall winner.

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Mr. Jean AbiNader, MATICMr. Jean AbiNader, MATIC

Process Process7. Wrap Up7. Wrap UpThe winners were announced on the Brand Morocco Case Study and EdVenture Partners Web site Home pages. The top teamsThe winners were announced on the Brand Morocco Case Study and EdVenture Partners Web site Home pages. The top teams’’PowerPoint and in-person presentations were also posted for other participating teams and visitors to review.PowerPoint and in-person presentations were also posted for other participating teams and visitors to review.

8. Trip to Morocco8. Trip to MoroccoBellevue University, accompanied by MATIC and EdVenture Partners representatives visited Morocco from May 21-26. TheBellevue University, accompanied by MATIC and EdVenture Partners representatives visited Morocco from May 21-26. Theitinerary was as follows:itinerary was as follows:

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May 21: Presentation for Moroccan Government Officials, site seeing in Rabat andMay 21: Presentation for Moroccan Government Officials, site seeing in Rabat anddinner hosted by U.S. Ambassador Thomas Rileydinner hosted by U.S. Ambassador Thomas Riley

May 22: Drove to Casablanca, presentation to business community and professionalMay 22: Drove to Casablanca, presentation to business community and professionalassociations, met with Center for Education (Dr. Ogara) and dinner at Rickassociations, met with Center for Education (Dr. Ogara) and dinner at Rick’’s Cafs Cafè

May 23: Meeting at Regional Investment Center in Rabat, lunch at Yacht Club withMay 23: Meeting at Regional Investment Center in Rabat, lunch at Yacht Club withrepresentative of the Moroccan government, drove and met with Wali of Kenitrarepresentative of the Moroccan government, drove and met with Wali of Kenitra

May 24: Drove to Ifrane and toured Al Akhawayn University, May 24: Drove to Ifrane and toured Al Akhawayn University, lunch hosted by Wali of lunch hosted by Wali of Fèsand site-seeing in site-seeing in FFèèss

May 25/26: Free timeMay 25/26: Free timeTop Right: Lunch with Wali of Top Right: Lunch with Wali of FFèèss

Bottom Center: Lunch withBottom Center: Lunch withrepresentative of Moroccan governmentrepresentative of Moroccan government

Bottom Left: Dinner at U.S.Bottom Left: Dinner at U.S.Ambassador Thomas RileyAmbassador Thomas Riley’’ss

Cascade College Highlights Cascade College HighlightsManufacturingManufacturing

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““This is the beginning ofThis is the beginning of

a beautiful friendship.a beautiful friendship.””

Strength to Weight Ratios

0

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Weight Compared to Steel

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llin

g W

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Reinforced Polymers

Non-reinforced Polymers

Johnson & Wales Highlights Johnson & Wales HighlightsInformation Technology - Call CentersInformation Technology - Call Centers

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Johnson & Wales Highlights Johnson & Wales Highlights

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Perception versus RealityPerception versus Reality

•• Developing business hubDeveloping business hub

•• Safe and effective business environmentSafe and effective business environment

•• Not just a tourist destinationNot just a tourist destination

•• Credible and reliableCredible and reliable

–– French-speaking call centersFrench-speaking call centers

•• Companies currently operating in MoroccoCompanies currently operating in Moroccoreflect positive experiencesreflect positive experiences

–– 85% of respondents indicated their85% of respondents indicated theirinvestment in Morocco was a soundinvestment in Morocco was a sounddecisiondecision

•• ““CasablancaCasablanca”” effect effect

•• Post 9/11 Americans associate IslamicPost 9/11 Americans associate Islamiccountries with terrorismcountries with terrorism

•• Low awareness of Morocco and its capabilitiesLow awareness of Morocco and its capabilities

•• Decision makers unsure of investment benefitsDecision makers unsure of investment benefitsin Moroccoin Morocco

Indiana University, Indiana University,South Bend HighlightsSouth Bend Highlights

Processed foodsProcessed foods

2020

Brand Equity:Brand Equity: Extend MoroccoExtend Morocco’’s current brand equity of a Romantics current brand equity of a Romantic

Nostalgic vacation destination to also include:Nostalgic vacation destination to also include:•• StabilityStability•• ProfitabilityProfitability•• QualityQuality

Overcome negative perceptions through use of educationalOvercome negative perceptions through use of educationalpromotion tools and sales collateralpromotion tools and sales collateral

Through the IMC Campaign, reinforce these attributes byThrough the IMC Campaign, reinforce these attributes bycommunicating Moroccocommunicating Morocco’’s ability to provide:s ability to provide:•• High Quality Agricultural/Processed Food ProductsHigh Quality Agricultural/Processed Food Products•• Abundance of Underutilized Cost Efficient LaborAbundance of Underutilized Cost Efficient Labor•• Feelings of Uniqueness and ExoticnessFeelings of Uniqueness and Exoticness

Brand Image:Brand Image:•• ExperienceExperience•• QualityQuality•• UniquenessUniqueness•• ExoticnessExoticness

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Marketing Message:Marketing Message:For those companies considering or activelyFor those companies considering or activelysearching for opportunities for internationalsearching for opportunities for internationalinvestment, Morocco should be on the short listinvestment, Morocco should be on the short listfor the following reasons:for the following reasons:•• Cost EffectivenessCost Effectiveness•• Ability to Produce High-QualityAbility to Produce High-Quality

Agricultural/Processed Food Products inAgricultural/Processed Food Products in•• AccessibilityAccessibility•• Market GrowthMarket Growth•• Stability of Political and Social EnvironmentsStability of Political and Social Environments

Trade ShowsTrade Shows•• All Things Organic Conference and TradeAll Things Organic Conference and Trade

ShowShow, Chicago, IL, May 2007, Chicago, IL, May 2007•• AMI International Trade ShowAMI International Trade Show, Chicago, IL,, Chicago, IL,

October 2007October 2007•• Food, Dairy and Beverage ExpositionFood, Dairy and Beverage Exposition,,

Chicago, IL, October 2007Chicago, IL, October 2007•• New England Food Service Trade ShowNew England Food Service Trade Show,,

Boston, MA, April 2007Boston, MA, April 2007•• Seafood Processing AmericaSeafood Processing America, Boston, MA,, Boston, MA,

March 2007March 2007

Indiana University, Indiana University,South Bend HighlightsSouth Bend Highlights

Bellevue University Highlights Bellevue University HighlightsDesign MaterialsDesign Materials

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Mo rocc oOld Friends, New OpportunitiesOld Friends, New Opportunities……

EventsEvents•• Private museum receptionsPrivate museum receptions•• Executive breakfast in NYCExecutive breakfast in NYC

Public RelationsPublic Relations•• Press releasePress release•• Press kitPress kit•• News conferencesNews conferences•• E-mail blastsE-mail blasts

AdvertisingAdvertising•• Brand ManagerBrand Manager•• B2B advertisementsB2B advertisements•• B2B and B2C advertisementsB2B and B2C advertisements

Sales CollateralSales Collateral•• Sales tool boxSales tool box

Personal SellingPersonal Selling•• Custom executive tourCustom executive tour•• Airport package (inserts)Airport package (inserts)

Trade Publications and EventsTrade Publications and Events•• B2C advertisementB2C advertisement•• Trade show packageTrade show package

Marketing Mix:Marketing Mix:

Bellevue University Highlights Bellevue University Highlights

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Sales Tool BoxSales Tool Box

Virginia Tech Highlights Virginia Tech HighlightsTextiles/ApparelTextiles/Apparel

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Building a bridge today…To a successful tomorrow

Approach:Approach:I. Develop umbrella brandI. Develop umbrella brand

–– Can encompass all industriesCan encompass all industries•• Provides consistent, coherent messageProvides consistent, coherent message•• Accommodates growth/expansionAccommodates growth/expansion

II. Start focused, and growII. Start focused, and grow•• Target textiles sectorTarget textiles sector•• Micro-target Micro-target ““technical textilestechnical textiles””

Media Plan:Media Plan:ComponentComponent

–– Internet AdvertisingInternet Advertising•• Web siteWeb site•• Per Click AdvertisingPer Click Advertising

–– Print AdvertisingPrint Advertising•• National PublicationsNational Publications•• Industry PublicationsIndustry Publications

–– Trade ShowsTrade Shows•• Technical Textile & ManufacturingTechnical Textile & Manufacturing

–– Press ReleasesPress Releases

San Diego Presentations San Diego Presentations

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Left: Dr. MickeyLeft: Dr. Mickeyand George Belchand George Belchautographing theirautographing theirIMC textbook forIMC textbook forstudentsstudents

Right: Dr. TedRight: Dr. TedSmith with studentsSmith with students

Above: Adil EmbarchAbove: Adil Embarchand Amine Maaouniand Amine Maaounivisiting with studentvisiting with student

Above: Jean AbiNaderAbove: Jean AbiNaderand Rashid Choufaniand Rashid Choufaniwith studentswith students

Left: Mr. Tony SgroLeft: Mr. Tony Sgrovisiting with studentsvisiting with students

San Diego Presentations San Diego PresentationsOn December 15, 2006, five (5) teams were invited to the Centre for IMC headquarters at San Diego StateOn December 15, 2006, five (5) teams were invited to the Centre for IMC headquarters at San Diego StateUniversity to present to MATIC senior executives, industry experts and the Centre for IMC.University to present to MATIC senior executives, industry experts and the Centre for IMC.

Bellevue UniversityBellevue University

1st place - $3,000 and trip to Morocco1st place - $3,000 and trip to Morocco

Johnson & Wales UniversityJohnson & Wales University

2nd place - $2,0002nd place - $2,000

Virginia TechVirginia Tech

3rd place - $1,0003rd place - $1,000

2626Indiana University, South BendIndiana University, South Bend Cascade CollegeCascade College

Media Hits - United States Media Hits - United States

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Morocco Trip Morocco Trip

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Amine Maaouni PresentingAmine Maaouni Presenting Al Akhawayn UniversityAl Akhawayn University News Interviewing Bellevue StudentNews Interviewing Bellevue Student

Riad in FRiad in Fèèss Tour of FTour of Fès Souqès Souq Wali of FWali of Fèsès

Presentation to Moroccan Government OfficialsPresentation to Moroccan Government Officials Wali of KenitraWali of Kenitra RickRick’’s s CafCafèè Traditional Moroccan DinnerTraditional Moroccan Dinner

Tea Man in RabatTea Man in Rabat

Snake Charmer in MarrakechSnake Charmer in Marrakech

Media Hits - Morocco Media Hits - Morocco

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Recommendations RecommendationsBelow are recommendations for case study competitions with countries/kingdoms, if repeated:Below are recommendations for case study competitions with countries/kingdoms, if repeated:

1.1. Separate the undergraduates from graduates. Have either two levels for the competition or require the graduates toSeparate the undergraduates from graduates. Have either two levels for the competition or require the graduates toconduct additional work in order to create a level playing field.conduct additional work in order to create a level playing field.

2.2. Be more specific with the requirements. Determine exactly what is of high importance (I.e. creative, strategy, etc.) andBe more specific with the requirements. Determine exactly what is of high importance (I.e. creative, strategy, etc.) andmention to classes in beginning. More weight needs to be placed on the scorecard in that specified area.mention to classes in beginning. More weight needs to be placed on the scorecard in that specified area.

3.3. Less industries. The case study was difficult to write and manage with so many industries. Students were also unsureLess industries. The case study was difficult to write and manage with so many industries. Students were also unsurewhether to keep the focus on the broad industry or get sector specific (I.e. High Tech vs. Call Centers).whether to keep the focus on the broad industry or get sector specific (I.e. High Tech vs. Call Centers).

4.4. Equal number of participants per industry. Professors would register and it appeared the industries had an equal amount ofEqual number of participants per industry. Professors would register and it appeared the industries had an equal amount ofschools participating. Once campuses dropped out, there was a large number of teams in certain industries and lowschools participating. Once campuses dropped out, there was a large number of teams in certain industries and lowamounts in others.amounts in others.

5.5. A few faculty and students mentioned it would have been helpful to conduct conference calls throughout the semester withA few faculty and students mentioned it would have been helpful to conduct conference calls throughout the semester witheither EVP or the client. These would be voluntary and an opportunity for Q&A. The call could be recorded and posted toeither EVP or the client. These would be voluntary and an opportunity for Q&A. The call could be recorded and posted tothe Web site so all participants could access.the Web site so all participants could access.

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Program Feedback Program FeedbackDuring the Brand Morocco National Case Study Competition, what were the key things you learned/ discovered about theDuring the Brand Morocco National Case Study Competition, what were the key things you learned/ discovered about theKingdom of Morocco?Kingdom of Morocco?““That it is the new land of opportunity! Who knew?That it is the new land of opportunity! Who knew?”” - Student, UTSA - Student, UTSA

““They are definitely working hard in upgrading the perception of the country and are willing to open themselves up to investmentThey are definitely working hard in upgrading the perception of the country and are willing to open themselves up to investmentopportunities with other countries. I also learned it is challenging to develop a marketing concept for a country that you areopportunities with other countries. I also learned it is challenging to develop a marketing concept for a country that you areuunfamiliar with.nfamiliar with.”” - Student, Indiana University, South Bend - Student, Indiana University, South Bend

““As much as we as students were 'selling' the advantages of Morocco, our group discovered many underlying problems that stillAs much as we as students were 'selling' the advantages of Morocco, our group discovered many underlying problems that stillexist in this nation...these issues need to be addressed in order for expansion of trade to become a reality.exist in this nation...these issues need to be addressed in order for expansion of trade to become a reality.”” - Student, Ryerson - Student, RyersonUniversityUniversity

““Hadn't realized their specialty in food and textiles. Furthermore, the ongoing efforts of females to take part in all aspects ofHadn't realized their specialty in food and textiles. Furthermore, the ongoing efforts of females to take part in all aspects ofbusiness, education, and government within their country.business, education, and government within their country.”” - Student, Ryerson University - Student, Ryerson University

““That Morocco was really not too far behind the rest of the world as I had previously thought. Also, I had a completely different viewThat Morocco was really not too far behind the rest of the world as I had previously thought. Also, I had a completely different viewof how Morocco should have been as opposed to what it actually is now.of how Morocco should have been as opposed to what it actually is now.”” - Student, Virginia Tech - Student, Virginia Tech

““Everything - that it's making an incredible effort to stand out among other emerging markets, that it has a very rich history, isEverything - that it's making an incredible effort to stand out among other emerging markets, that it has a very rich history, isattempting to modernize, etc. The competition itself helped to make Morocco stand out to all business students in general (in attempting to modernize, etc. The competition itself helped to make Morocco stand out to all business students in general (in itself,itself,it's a cool marketing strategy).it's a cool marketing strategy).”” - Student, NYU - Student, NYU

““In all honesty, we were very uneducated about Morocco. I learned a lot about the history, the resources, and the current status ofIn all honesty, we were very uneducated about Morocco. I learned a lot about the history, the resources, and the current status ofthe country. Morocco was a stone yet to be over-turned, and this project helped to give an insightful description of what this the country. Morocco was a stone yet to be over-turned, and this project helped to give an insightful description of what this countrycountryactually is.actually is.”” - Student, Florida Southern University - Student, Florida Southern University

In your opinion, how does this case study compare to other case studies?In your opinion, how does this case study compare to other case studies?““Same as most. Same as most. This competition was really NOT the same as most. It was neither better nor worse, just different. Most caseThis competition was really NOT the same as most. It was neither better nor worse, just different. Most casecompetitions require the student teams to travel to venue to compete. So this was interesting in that just the written document wentcompetitions require the student teams to travel to venue to compete. So this was interesting in that just the written document wenton. I think thon. I think the students got a lot out of this competition.e students got a lot out of this competition.””- Professor Scott Ensign, University of Ottawa- Professor Scott Ensign, University of Ottawa

““Better than most. Better than most. It was a real-live situation, not a dead-case from the past.It was a real-live situation, not a dead-case from the past.”” - Professor David Moulton, Douglas College - Professor David Moulton, Douglas College3737

Program Feedback Program FeedbackWhat would you consider a weakness of the Brand Morocco National Case Study Competition?What would you consider a weakness of the Brand Morocco National Case Study Competition?““The complexity of the case was a stretch for an undergraduate general business program.The complexity of the case was a stretch for an undergraduate general business program.”” - Professor Pam Mickelson, - Professor Pam Mickelson,Morningside CollegeMorningside College

““I was surprised at the lower quality of the other written submissions viewable. I was also expecting the final work to contain moreI was surprised at the lower quality of the other written submissions viewable. I was also expecting the final work to contain morecreatives, showcasing the communication plan components versus just a traditional marketing plancreatives, showcasing the communication plan components versus just a traditional marketing plan”” - Professor Heather Nelson,- Professor Heather Nelson,Bellevue UniversityBellevue University

““This was probably my favorite case so far, so I'm hard pressed to think of a real weakness.This was probably my favorite case so far, so I'm hard pressed to think of a real weakness.”” - Professor Tim Hatten, Mesa State- Professor Tim Hatten, Mesa StateCollegeCollege

““Lack of time for the students to prepare better. It was a race to get done with the case and still cover class material. I think I was atLack of time for the students to prepare better. It was a race to get done with the case and still cover class material. I think I was atfault here, but I also did not realize exactly what the focus was. We missed one area on the case because we didn't knfault here, but I also did not realize exactly what the focus was. We missed one area on the case because we didn't know that wasow that wasto be included. More clear instructions on the audience and goals (in this case, I think it was downstream links) would be helpful.to be included. More clear instructions on the audience and goals (in this case, I think it was downstream links) would be helpful.”” - -Professor Chip Miller, Drake UniversityProfessor Chip Miller, Drake University

““Honestly, grouping Grad and Undergrad. More important, while I had insight in the case, I found that the directions we were givenHonestly, grouping Grad and Undergrad. More important, while I had insight in the case, I found that the directions we were givenwere misdirected. We focused on a specific part of the food industry andwere misdirected. We focused on a specific part of the food industry and found that the judges did not like this. found that the judges did not like this.””- Professor David Grossman, Florida Southern College- Professor David Grossman, Florida Southern College

What aspects of the case study competition did you find to be beneficial?What aspects of the case study competition did you find to be beneficial?““The entire experience was beneficial.The entire experience was beneficial.”” - Professor Heather Nelson, Bellevue University - Professor Heather Nelson, Bellevue University

““Adding the International component on this case was outstanding - that opened up the whole world of trade barriers, distributionAdding the International component on this case was outstanding - that opened up the whole world of trade barriers, distributionissues, paperwork, exchange rates, etc. to live experience.issues, paperwork, exchange rates, etc. to live experience.”” - Professor Tim Hatten, Mesa State College - Professor Tim Hatten, Mesa State College

““The case was well-designed, well-developed, and well-presented.The case was well-designed, well-developed, and well-presented.”” - Professor Mike Griffith, Cascade College - Professor Mike Griffith, Cascade College

Any additional comments about your overall experience?Any additional comments about your overall experience?““LOVED IT!!! There is no other way for students to get actual, live, international, B2B and B2C research AND strategy experience inLOVED IT!!! There is no other way for students to get actual, live, international, B2B and B2C research AND strategy experience inone project. The possibility of travel is a HUGE motivation. When I came in with passport application forms on the first day one project. The possibility of travel is a HUGE motivation. When I came in with passport application forms on the first day of classof classstating that was the expectation level - I had their attention and the fuse was lit.stating that was the expectation level - I had their attention and the fuse was lit.”” - Professor Tim Hatten, Mesa State College- Professor Tim Hatten, Mesa State College

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Program Feedback Program FeedbackDid the Brand Morocco National Case Study Competition meet your expectations?Did the Brand Morocco National Case Study Competition meet your expectations?““Yes, TYes, The students were required to think about something that had real data attached, and secondary sources. They also had tohe students were required to think about something that had real data attached, and secondary sources. They also had tocompete for business against other "companies", which I liked.compete for business against other "companies", which I liked.”” - Professor Chip Miller, Drake University - Professor Chip Miller, Drake University

““Yes. Yes. It was challenging, educational, and I was satisfied with the outcome.It was challenging, educational, and I was satisfied with the outcome.”” - Student, NYU - Student, NYU

““Yes. Yes. I didn't really have many expectations going into this, as I had never been a part of anything like this. It was a goodI didn't really have many expectations going into this, as I had never been a part of anything like this. It was a goodeducational experience overall...One thing is for sure, whenever I hear the name Morocco throughout the rest of meducational experience overall...One thing is for sure, whenever I hear the name Morocco throughout the rest of my life, thisy life, thisexperience will come to mind. experience will come to mind. Every marketing class should have opportunities like this...it is much more valuable having a realEvery marketing class should have opportunities like this...it is much more valuable having a realworld assignment that has potential for assisting businesses and nations, than a generic assignment for a grade.world assignment that has potential for assisting businesses and nations, than a generic assignment for a grade.”” - Student, - Student,Bellevue UniversityBellevue University

““Yes. Yes. It exceeded my expectations. I did not know what to expect going into the competition. Now I feel that I can take on anyIt exceeded my expectations. I did not know what to expect going into the competition. Now I feel that I can take on anychallenge that comes my way because I succeeded in this competition.challenge that comes my way because I succeeded in this competition.”” - Student, University of Florida - Student, University of Florida

What resource(s) would help in the future, that was not provided?What resource(s) would help in the future, that was not provided?““A little more evidence that Morocco really is a modern, 21st century country would have helped - we spent a LOT of time trying toA little more evidence that Morocco really is a modern, 21st century country would have helped - we spent a LOT of time trying tobuild a case to break the Casablanca Effect. I'm not sure how well that worked.build a case to break the Casablanca Effect. I'm not sure how well that worked.”” - Professor Tim Hatten, Mesa State College- Professor Tim Hatten, Mesa State College

““More information about the best media outlets for B2B targets.More information about the best media outlets for B2B targets.”” Professor Tina Lowrey, UTSA Professor Tina Lowrey, UTSA

““Full access to B2B research databases to order to obtain 'real' business information. Our group found that we hit a number of 'brickFull access to B2B research databases to order to obtain 'real' business information. Our group found that we hit a number of 'brickwalls' in our research, all because a number of on-line directories required registration for a fee.walls' in our research, all because a number of on-line directories required registration for a fee.”” - Student, Ryerson University - Student, Ryerson University

““American or Moroccan embassies, organizations, firms in the correspondent industries, more specific or detailed information aboutAmerican or Moroccan embassies, organizations, firms in the correspondent industries, more specific or detailed information abouteach sector.each sector.”” - Student, UTSA - Student, UTSA

““A bit more knowledge about regulations, policies, and procedures of the USA that may be different than here in Canada ifA bit more knowledge about regulations, policies, and procedures of the USA that may be different than here in Canada ifCanadians are also involved.Canadians are also involved.”” - Student, Cape Breton University - Student, Cape Breton University

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Appendix Appendix

1.1. Case Study OverviewCase Study Overview

2.2. Case StudyCase Study

3.3. RoundRound 1 Scorecard1 Scorecard

4.4. San Diego ScorecardSan Diego Scorecard

5.5. San Diego Presentation AgendaSan Diego Presentation Agenda

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Case Study Overview Case Study Overview

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Case Study Overview Case Study Overview

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Case Study Case Study

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San Diego Scorecard San Diego Scorecard

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San Diego Scorecard San Diego Scorecard

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San Diego Presentation Agenda San Diego Presentation Agenda

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““Building Industry-Education PartnershipsBuilding Industry-Education Partnerships””

Rachel MooreRachel MooreAccount SupervisorAccount Supervisor

619.758.9546619.758.9546www.edventurepartners.comwww.edventurepartners.com

Prepared By:Prepared By:

brand morocco case study competition - morocco...

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